APRIL 2015 SECOND SEMESTER AY 2014-2015
THE OFFICIAL PUBLICATION OF UP ADVERTISING CORE
TR ANSMISSION
THE UP ADVERTISING CORE (ADCORE) IS THE ONLY STUDENT-RUN, NOT-FOR-PROFIT ORGANIZATION AND STUDENT ADVERTISING AGENCY BASED IN THE COLLEGE OF BUSINESS ADMINISTRATION OF THE UNIVERSITY OF THE PHILIPPINES, DILIMAN. THE JUICELETTER IS THE OFFICIAL PUBLICATION OF THE ORGANIZATION. EXECUTIVE CORE PRESIDENT ELLA ADRIANO VP FOR CREATIVES CARLOS QUIMPO VP FOR FINANCE AND CORPORATE AFFAIRS BEVERLY CHING VP FOR HUMAN RESOURCES SAB DE OCAMPO VP FOR PUBLIC RELATIONS AND PROMOTIONS HILLARY JOVEN VP FOR SPECIAL EVENTS AND LOGISTICS SYLVIE REYES
EDITOR-IN-CHIEF MAISIE JOVEN FEATURES EDITORS BINGBONG AUSTRIA SAM TAMAYO LAYOUT EDITORS NIKKI CANLAS EDWARD SANTIAGO CREATIVES PAUL DOMALAON ROCKY NACPIL FINANCE AND CORPORATE AFFAIRS SHARA SANTIAGO HUMAN RESOURCES MEDJ DALAN PUBLIC RELATIONS AND PROMOTIONS NICA CRUZ CONTRIBUTORS ELLO CACHERO JANINA GUERRERO NATHALIA JADAONE
We’d like to hear from you! What do you think about this issue? Would there be anything else you would like to read about? Would you like to advertise? Send us your comments, suggestions, concerns and whatnots at upadcore.teamjuiceletter@gmail.com.
APRIL 2015
contents 01
Ad Mythbusters
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Breaking down the misconceptions about advertising
03 POP out! 03
Pop out! How to Market Your Event Effective ways to make people attend your event 05
Going The Distance: AdCore Through the Years
01 Ad Myth...
05 Going the Distance
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Revisiting AdCore’s history 07
Ad Agencies A peek into the advertising industry brought to you by ad professionals 07 Ad Agencies
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Ad Mythbusters In this new age of information, it’s unfortunate many people remain misinformed about the workings of the advertising industry. To finally debunk these myths, Juiceletter sat down with Professor Eleanor Agulto, ad veteran and creative director of 5BC Integrated Communications group. Bingbong Austria
1. ADVERTISING IS MANIPULATIVE, UNETHICAL AND DECEITFUL “Advertising has a self-regulatory body. It’s called the Advertising Standards Council [or ASC]”, Agulto said. The ASC code of ethics contains sections on protection of children, presentation standards, consumer safety, product and environmental claims, price advertising and other miscellaneous concerns. Its earliest version was enforced by the Philippine Board of Advertising in 1974, but new developments in advertising and technology have prompted the need for modifications and adjustments. According to Agulto, the ASC tries to be rigorous with its approval process. It takes the advertiser’s storyboard and checks the advertising code of ethics for any violations. Networks like ABS-CBN and GMA will not air an advertisement unless it has the stamp of approval from the ASC. “If you say you are number one, you have to show sales. Number one simply means you have the most sales in your category. So you have to show that these are our sales and, versus our competitors, we are the best-selling,” she said.
See the advertising code of ethics here: http://www.asc.com.ph/our-standards/code-of-ethics/introduction
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2. ADVERTISING IS A FUN AND EXCITING JOB “It’s kind of exciting, but it’s not all excitement and glamor,” Agulto said, referring to advertising as a career.
3. ADVERTISING IS ONLY FOR CREATIVE INDIVIDUALS Creativity is not a prerequisite to enter the advertising world. Account managers, for instance, have to be organized, strategic and diplomatic because they deal with the clients most often. Their tasks are also “very left-brained.”
When we think of people who work in advertising, we conjure up images of a yuppie (young professional) in stylish corporate attire, walking along the streets of Makati’s white-collar district. On the other hand, copywriters and But the ad life, it turns out, isn’t all it’s artists need to stand out and be unique, cracked up to be. which requires a lot of creative juice.
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ILLUSTRATION ROCKY NACPIL
Agulto said it takes up a huge chunk of time, often extending beyond one’s It depends on what established working hours. Because of job function you want to the burnout, very few people stay in the get into. industry until retirement. They switch to other jobs because they’ve gotten In connection to AdCore’s belief in jaded by the work they do. everyone’s creativity, the organization recognizes that some people excel better at other departmental functions. The pay can be quite lucrative if you are In the end, the key to producing highquality work is finding the right kinds good. If you are good. of people to finish the job.
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There’s a big ‘if’. 02
POP out!
How to Market Your Event As a student of the College of Business Administration, I am constantly exposed to a plethora of events. It is sometimes hard for me to distinguish what exactly sets “this event” from “that event.” They have the same underlying theme and almost the same set of topics, so what exactly would induce me to attend “this” event or “that” event aside from the free food and incentives that come with it? Given this is a daily struggle of almost every college student, it is imperative for event organizers to come up with innovate ways to make their event stand out from the rest and POP. Sam Tamayo
Form the right image for your event
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If you want your event to be perceived in the right manner, you should be extra careful in picking out the theme of your publicity materials, using the appropriate mode of approach to capture your target audience’s interest, selecting the proper emcees and presenters, and other related activities. These will greatly affect the event’s ability to garner attention. Remember: this is the first step you must perfect to ensure a successful event.
Leave a trail of breadcrumbs Weeks before you launch your event, you should have planned out how you’re going to keep people on their toes about it. You can start by unveiling the event logo, releasing 30-second video teasers, or creating a contest for people to participate in. These methods increase event hype and intrigue your target market, which could eventu ally lead to a greater audience turnout.
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Capitalize on ALL avenues of social media In this age and time, using existing technological platforms effectively can make or break your event. You may have an extremely good line up of events highlighted by distinguished speakers but if nobody knows or talks about them, all your preparation would go to waste. It’s all about packaging your event properly by using the right tools.
Build partnerships with credible organizations To boost your event’s appeal, it is highly recommended you establish partnerships with profit and not-for-profit institutions. By doing this, you will not only be able to construct networks with respectable individuals but also increase your event’s potential of being a blockbuster hit! This is also a great way of getting funds so I suggest you bear this step in mind.
Take many pictures and other forms of memorabilia ILLUSTRATION ROCKY NACPIL
If the event would be done on a semi-regular basis, take lots of photos, videos, etc. Furthermore, organize all related documents in a single file for future references. Afterwards, you need to publish the aforementioned materials to inform non-attendees about the existence of your event and entice more people to participate next time.
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Going the Distance: AdCore through the Years
University of the Philippines (UP) Advertising Core has set the standard for promotions and advertising in UP. Indeed, AdCore has gone far and accomplished much since its establishment in 2006. Yet how did all this begin? How did AdCore come to life? Chloe Sy, with interviews from ExeCore 9 and Farrah Rodriguez
Our story began with a group of friends who were all passionate about advertising. Some were advertising enthusiasts, others were marketing geniuses, and many of them were champions in StratMark, a strategic marketing competition by the Philippine Marketing Association, and PANAnaw, an Integrated Marketing Communications competition for students by the Philippine Association of National Advertisers. They wanted to develop their marketing skills outside the classroom and apply their lessons to real-life projects. Because UP didn’t offer advertising as a degree program, they formed an organization instead to serve their needs. AdCore was envisioned to be a studentrun advertising agency, primarily staffed by students from the three core colleges: College of Mass Communication, College of Fine Arts and College of Business Administration. In line with this, AdCore was modelled after the matrix structure of real advertising agencies and was defined by three core values that would help it stay true to its purpose. As years passed, AdCore gained more members and began taking up bigger projects, in partnership with other UP organizations and even corporate clients. AdCore was also given various recognitions for its achievements in UP. This rapid growth was fuelled by AdCore’s openness to change towards the better. Members strive constantly to improve their craft and deliver quality output with every project. In Year 10 and beyond, AdCore aims to provide effective and relevant advertising to the community at large, not just UP Diliman. By sustaining the momentum it has gained so far, AdCore plans to show others how advertising can be used as a vehicle to share significant ideas and make a great impact on society as a whole. 05
Year
1
Milestone
AdCore was established
YEAR 2
Staple events were initiated
YEAR 3
Application process was streamlined
YEAR 4
Tambayan was finally granted
YEAR 5
Departments were empowered to grow
YEAR 6
Members were encouraged to stay involved
YEAR 7
Systems and protocols were standardized
YEAR 8
The AdCore Constitution was drafted
YEAR 9
AdCore’s Brilliant Basics were strengthened
by defining AdCore’s DNA 06
Ad Agencies A simplified view of the business of selling ideas The first thing to know is that not all advertising agencies are the same — all have their own specialties. Some specialize in above-the-line communication (e.g. print, radio, television) while some specialize in below-the-line communication (e.g. packaging, merchandising, activations). There are also digital agencies and agencies that know healthcare better than the backs of their hands. Then there are those one-stop-shop agencies that try to do everything. Despite their differences, they share some similarities. Ad agencies don’t just sell ads. In order to meet their objectives, companies seek out ad agencies to help them out with their marketing problems. These agencies are invited to try and solve them by pitching their solutions but these solutions are still only ideas for the client to choose from. Because of this, a pitch becomes a competition between agencies to see which ideas are better. When the winning agency is awarded the account, only then do they begin to formally execute their ideas.
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Another similarity is with the departments that comprise them. Not all agencies have the same departments and roles. Aside from the Finance and Administration departments, there are certain other positions they are sure to have. First are the account executives who form the link between the client and the agency. They represent the client within the agency and vice versa. They protect the best interests of the client during the entire process, making sure the client’s needs and goals are met. Then there are the creatives — the lifeblood of any agency. They produce the ideas, designs and words that win clients. Here you’ll find the copywriters — the wordsmiths who expertly craft headlines, radio commercials and anything else you read or hear in an ad. There are the art directors — the visual masters who can make anything look desirable. They are managed by the creative directors who oversee the whole process from ideation to execution.
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The creatives consult the producers in the Production department to make sure their ideas are feasible. Once the account is sold, the producers then collaborate with suppliers and the Accounts and Creatives departments to bring the ideas to life. Whether it’s a print ad, commercial, mobile app or event, producers make the ideas real.
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As an art director, I find the holistic approach to the curriculum of the Visual Communication (VC) course tremendously helpful in the ad agency. It’s important to learn as much as you can about every aspect of VC you have the opportunity to learn. Don’t just focus on one thing because you’ll need them all: graphic design, photography, video production, web design, print production, animation, marketing and many others. You don’t need to master them all but at least have fundamental knowledge of each one. The best part is when you find yourself needing all those learnings to come together for a kick-ass campaign.
There’s a lot more to know about ad agencies, but if there’s one more thing you should know, it’s that — whether local or multinational — if an agency is to thrive in this cutthroat world, then it must have some ideas that sell. Janina Guerrero
Janina Guerrero is an art director at Axent Interactive Marketing. She graduated magna cum laude from the University of the Philippines Diliman in 2014 with a bachelor’s degree in Fine Arts (Visual Communication).
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